International Sign Association - B2B Trade Association for Signage and Visual Communications

546 Event Registrations for Client’s First-Ever Multichannel Marketing Campaign

The Results

339

Registrations via Google Ads

178

Registrations via Meta

Registrations via LinkedIn

$3,800

in Revenue via Google Ads

$1,100

in Revenue via Meta

Challenge

Achieve revenue growth despite a complete lack of previous advertising

Goal

Drive revenue from ticket purchases and boost event registrations

Strategy

Utilized a multichannel strategy with Search and pMax campaigns on Google, broad and retargeting campaigns on Meta, and event ads and conversion ads on LinkedIn

Sara Spangler

Marketing Director

When it came to maximizing the impact of our ISA International Sign Expo® 2024 campaign, Galactic Fed was the perfect partner. Their deep knowledge of paid media strategies across platforms was impressive, and they leveraged it to create a highly targeted campaign that delivered incredible value in a short amount of time. Clear communication from the team made the launch process a breeze, and the entire team was a joy to work with. We highly recommend Galactic Fed!

Background

The International Sign Association (ISA) International Sign Expo® is the ultimate destination for anyone looking to grow their business or advance their career in the sign, graphics, print, and visual communications industry. ISA supports and improves the industry through advocacy, education, networking, and more. Each year, the ISA trade show attracts 20,000 attendees, offering a unique opportunity to explore the latest innovations in equipment, software, and materials for on-premise signs.

The event is packed with networking opportunities, allowing attendees to connect with potential business partners and learn from industry experts. Unlike other shows that focus on a single vertical, ISA showcases a comprehensive range of sectors, including print, digital signage, LEDs, vehicle wrapping and more, making it a must-attend event for industry professionals.

The Challenge

Galactic Fed’s task was to help the ISA International Sign Expo® drive revenue from ticket purchases and boost event registrations. Given that the ISA had never ventured into advertising their expo before, our specialists had to begin from scratch, establishing new ad accounts and navigating a data-free landscape. Oh, and we had just 16 days to work our magic and deliver results!

Our Solution

To achieve our goals for the ISA International Sign Expo®, we implemented a multichannel strategy. On Google Ads, we ran three types of campaigns: Brand Search for people familiar with ISA Sign Expo, Non-Brand Search for those looking for related solutions but not familiar with ISA Sign Expo, and performance max (pMax) to target users based on interests and searches. We also retargeted users who interacted but didn’t sign up. This plan aimed to attract a wide audience, boost event registrations, and increase ticket sales within a short 16-day period.

For Meta (Facebook and Instagram), we targeted broad audiences based on interests and demographics, then retargeted those who showed interest but hadn’t registered, including past attendees.

On LinkedIn, we ran Event ads to drive traffic to an event page and Website Conversion ads to encourage registrations, focusing on interests and job positions.

Throughout the campaign, we optimized continuously. We shifted budgets to better-performing channels, refined targeting to focus on senior professionals, and fine-tuned Google search terms. Near the event, we used retargeting ads offering free registration with a coupon code, lowering our cost per lead.

Despite no historical data and working within a tight timeframe, our strategic multichannel approach delivered impressive results for the ISA International Sign Expo®.

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546 Event Registrations for Client’s First-Ever Multichannel Marketing Campaign